Published on
December 24, 2025
Emirates is proudly celebrating thirty-five years of connecting the Philippines, UAE, and the world, marking a significant milestone in its journey of global unity and cultural appreciation. In honor of this special occasion, the airline is paying tribute to the Filipino tradition of pasalubong, symbolizing the deep ties of family, homecoming, and reunion. The pasalubong tradition, which involves bringing thoughtful gifts to loved ones after time apart, reflects the airline’s commitment to fostering meaningful connections between countries and cultures. Emirates’ tribute serves as a reminder of its vital role in bridging families and communities across borders, celebrating the enduring bond that unites the Philippines, UAE, and travelers worldwide. This celebration highlights not just the airline’s longevity, but the cultural significance of every journey, every reunion, and the spirit of giving that transcends geographical boundaries.
Emirates is celebrating a significant milestone—35 years of connecting the Philippines to the world. As part of this celebration, the airline is honoring one of the Philippines’ most cherished traditions: pasalubong.
The term pasalubong, rooted in the word salubong, meaning “to welcome,” is more than just a custom. It symbolizes the joy and emotional connection that comes with reuniting with family and friends after a period of separation. For Filipinos, pasalubong is a tradition that transcends mere gift-giving. It represents love, remembrance, and a thoughtful gesture that reflects the strong ties between family members, no matter the distance between them.
In line with this spirit of homecoming, Emirates has designed special anniversary boxes that take inspiration from pasalubong, offering a heartfelt tribute to the connections that unite Filipinos around the world. These anniversary boxes not only symbolize the reunion of loved ones but also reflect the cultural significance of bringing gifts from abroad—an essential part of Filipino tradition. In many ways, the pasalubong tradition is also a way of sharing a piece of one’s journey and experiences with those back home, a gesture of thoughtfulness that creates lasting memories.
The boxes are a modern take on the balikbayan box, a symbol of the Filipino diaspora. Overseas Filipinos, particularly those working abroad, are known for sending or bringing home balikbayan boxes filled with gifts, food, and other items for their families. These boxes are packed with items that reflect the overseas Filipino worker’s journey, with each item carefully chosen to share a little bit of the world with their loved ones.
Emirates has thoughtfully crafted these anniversary boxes to embody the spirit of pasalubong and balikbayan. Each box features a collection of items that highlight both Emirates’ global identity and the airline’s deep respect for Filipino culture. The items inside the boxes serve as a tribute to the Filipino experience, whether it is the joy of travel, the warmth of family reunions, or the bonds that connect people across the globe.
One notable inclusion in the anniversary boxes is a selection of local products. One of the highlights is locally made chocolate, crafted from fine cacao beans sourced directly from local farmers. This item stands as a testament to Emirates’ support for Filipino craftsmanship, as well as the airline’s commitment to promoting community livelihoods. By choosing to include a product that celebrates Filipino agricultural excellence, Emirates is also honoring the many Filipino communities that contribute to the country’s rich culture and economy.
In addition to the chocolate, the anniversary box contains a selection of Emirates keepsakes, carefully chosen to represent the airline’s connection to its passengers. These items include a Christmas stocking, a luggage tag, a notebook, a passport cover, and a small airplane magnet, each designed to remind recipients of their travel experiences with Emirates. These keepsakes are not just souvenirs but also serve as lasting mementos that reflect the spirit of travel and the joy of returning home.
To further emphasize the theme of unity and resilience, the box also includes a notecard featuring a symbolic tree, which has long been associated with strength and solidarity. The tree represents the UAE’s commitment to resilience and unity—values that Emirates holds dear as it connects people across continents. It is a powerful reminder of how the airline, much like the tree, stands firm and unwavering in its mission to unite the world through aviation.
Since launching its first Manila service in 1990, Emirates has carried millions of passengers between the Philippines and its ever-growing global network. What started as a single flight has now evolved into an extensive route network connecting the Philippines to more than 140 destinations worldwide. Over the years, the airline has become a key player in connecting Filipino travelers, expatriates, and business professionals to international markets, providing convenient and efficient flight options for families and individuals traveling for both leisure and work.
Emirates currently operates 28 weekly flights to the Philippines, offering approximately 22,700 seats each week. The airline’s flights link key destinations in the Philippines, such as Manila, Cebu, and Davao, to vital global hubs in Europe, the Middle East, and North America. By serving the needs of Filipino overseas workers, business professionals, and tourists, Emirates has become an integral part of the global Filipino community.
The anniversary celebration is not just about the airline’s achievements but also about the countless journeys it has helped make possible. It’s about every homecoming, every reunion, and the stories of connection that Emirates has played a part in over the years. Whether it’s the emotional return of a Filipino worker to their family, a business traveler returning to their home country, or a tourist embarking on a new adventure, Emirates has been there to facilitate these meaningful moments.
This 35th anniversary celebration is more than just a reflection of the past. It is a tribute to the future of travel, to the continued connections Emirates will help foster, and to the enduring bonds that make travel and reunions so special. It is a celebration of the journey, the memories made, and the ties that bind families and communities together, no matter the distance.
Emirates celebrates thirty-five years of connecting the Philippines, UAE, and beyond by honoring the pasalubong tradition, symbolizing the spirit of homecoming and reunion. This tribute highlights the airline’s role in fostering meaningful global connections and cultural appreciation.
As Emirates continues to expand its global network and strengthen its connections with the Philippines, it remains committed to delivering exceptional service and promoting the values that make Filipino culture so unique. The anniversary boxes, filled with thoughtful gifts and keepsakes, are a small but meaningful way for the airline to honor the spirit of pasalubong and celebrate the ongoing journey of bringing people together, one flight at a time.